Getting Local Traffic Without an Address
Just because you don’t have a publically accessible location, doesn’t mean you can target customers or clients in your area. In fact, many business exist with either locations that are not accessible to the public or no location at all.
Local SEO for location-less businesses is a little tricker than doing it for a business with physical locations, but it’s still relatively similar in practice. By leveraging Local SEO strategies, you can still improve your online presence in your local area and get more clients or customers.
What is Local SEO?
So first, let’s define what we are going to be talking about. Local SEO (Search Engine Optimization) is the process of improving search visibility in a geographic area. This usually involves optimizing both your website and your Google Business Profile for local searches. It can be done for a single geographic area or for many different areas. But for our purposes, we’ll be focusing on a single geographic area. This “area” will generally be the area where you serve your customers or clients.
Don’t worry if you also serve audiences in other cities, states, and countries. Local SEO should not preclude you from doing non-local business. Though it may influence how you position and write about your business on your website.
Is Local SEO Important for Non-Physical Businesses?
Even without physical locations, local search is crucial for businesses that serve specific geographic regions or target specific customer demographics. By optimizing for local search, non-physical businesses can:
- Increase online visibility and credibility
- Reach target customers in specific areas
- Improve brand awareness and reputation
- Drive more website traffic and conversions
Local SEO Tips for Location-Less Businesses
Tools: Google Search Console, Google Analytics, SEO software like Ahrefs, SEMrush, or Moz.
Claim and Optimize Google My Business:
Create and verify a Google My Business page to help customers find and learn about your business.
Optimize your profile with accurate NAP (name, address, and phone number) information, high-quality photos, and detailed business hours.
Use Google Posts to share updates, offers, and news about your business.
Respond promptly to customer reviews and use them to improve your business.
Tools: Google My Business, Google Posts, review management tools like ReviewTrackers or BirdEye.
Target Location-Specific Keywords:
Conduct keyword research to identify location-specific keywords relevant to your business.
Incorporate these keywords in your website’s content, meta tags, and meta descriptions.
Use long-tail keywords to target specific geographic areas, such as “digital marketing services in New York City” or “online tutoring for students in California”.
Tools: Google Keyword Planner, Ahrefs, SEMrush, Moz Keyword Explorer.
Create Location-Specific Content:
Develop content that caters to specific geographic regions, such as blog posts, videos, or guides that address local needs and concerns.
Use location-specific keywords in your content to help search engines understand your business’s geographic focus.
Create content that highlights your business’s involvement in local communities, such as sponsoring local events or participating in charity work.
Tools: Content management systems like WordPress, content creation tools like Hemingway Editor or Grammarly.
Build High-Quality Backlinks:
Focus on earning backlinks from reputable sources, including local blogs, industry associations, and other relevant websites.
Participate in guest blogging, where you write content for other websites in exchange for backlinks to your own site.
Use broken link building, where you find broken links on other sites and offer to replace them with working links to your own content.
Tools: Ahrefs, Moz, SEMrush, backlink analysis tools like Majestic or OpenLinkProfiler.
Optimize Online Directories and Citations:
Ensure consistency in your online business listings across directories like Yelp, Apple Maps, and industry-specific sites.
Use citation building tools to automate the process of creating and managing online listings.
Monitor your online reputation by tracking mentions of your business across the web.
Tools: Citation building tools like Moz Local, Yext, or BrightLocal, online reputation management tools like Brand24 or Hootsuite.
Use Schema Markup:
Add schema markup to your website’s HTML to help search engines understand your business information, such as hours, address, and reviews.
Use schema.org to find the right schema markup for your business, such as LocalBusiness or Service.
Test your schema markup using Google’s Rich Results tool or other schema testing tools.
Tools: Schema.org, Google Rich Results, schema markup generators like JSON-LD Generator or Schema App.
Leverage Review Sites:
Encourage customers to leave reviews on review sites like Trustpilot, Sitejabber, or other industry-specific platforms.
Respond promptly to customer reviews and use them to improve your business.
Use review management tools to monitor and analyze customer reviews across multiple platforms.
Tools: Review management tools like ReviewTrackers, BirdEye, or Trustpilot.
Develop a Mobile-Friendly Website:
Ensure your website is optimized for mobile devices, as most users search on their smartphones.
Use responsive design to ensure your website adapts to different screen sizes and devices.
Test your website’s mobile usability using Google’s Mobile-Friendly Test or other mobile testing tools.
Tools: Website builders like WordPress, Wix, or Squarespace, mobile testing tools like Google Mobile-Friendly Test or Responsinator.
Utilize Local Business Schema:
Use schema.org to create a local business schema that provides search engines with additional business information.
Add schema markup to your website’s HTML to help search engines understand your business information, such as hours, address, and reviews.
Test your schema markup using Google’s Rich Results tool or other schema testing tools.
Tools: Schema.org, Google Rich Results, schema markup generators like JSON-LD Generator or Schema App.
Track and Analyze Local SEO Performance:
Monitor your local search rankings, website traffic, and customer engagement metrics using tools like Google Search Console, Google Analytics, and SEO software.
Use analytics tools to track your website’s performance and identify areas for improvement.
Set up and track local SEO KPIs, such as local search rankings, website traffic, or conversion rates.